Mondelez India Introduces Cadbury Silk Desserts Range

EE News Desk Aug 02, 2024

This first-of-its-kind innovation by the brand will be introduced with a captivating film and supported by a 360-degree communication campaign

Mondelez India has unveiled their revolutionary new dessert range ‘Cadbury Silk Desserts’. Marking a significant leap into premium indulgence, the range has two offerings, ‘Cadbury Silk Dessert Brownie’ and ‘Cadbury Silk Dessert Plum Cake’.

This expansion by Mondelez India is offering the perfect blend of the irresistibly smooth and creamy texture of the beloved Cadbury Silk chocolate enveloping a decadent, moist, cake-like dessert centre. Infused with rich flavours and textures, this unique indulgence wrapped in a bar brings forth the best of both worlds: chocolates and desserts, setting it distinctly apart in the world of chocolaty treats.

This new range will be introduced with a captivating film featuring a couple savouring the decadent product, embodying the essence of Cadbury Silk Desserts. The launch will also be supported by a 360-degree communication campaign, designed to bring to the fore the company’s latest innovation.

Commenting on the launch, Nitin Saini- Vice President - Marketing, Mondelez India said, "We’re thrilled to unveil our latest innovation, ‘Cadbury Silk Desserts’ from the house of Mondelez India. Our Global State of Snacking Report 2023 highlights a growing consumer preference for indulgent eating experiences. This novel eat format, which is also a first in chocolates, aligns perfectly with the evolving consumer palates, especially dessert lovers. By combining the beloved taste of Cadbury Silk with the satisfaction of a decadent dessert, we aim to make Cadbury Silk Brownie and Plum Cake a household favourite for those seeking an easy ultimate indulgence, wrapped in a bar."

Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy India also added, “The idea of the film is to bring out the surprise of a brownie inside a bar of Silk. This is not just a variant but the launch of Silk Desserts, an even more premium offering from Silk. The film is a sweet story of how a guy creates a dessert experience for a girl using nothing but a bar of Silk Brownie. The idea of plating it is intentional as it is special enough to be plated. The film was led by our ECD, Akshay Seth and directed by Aarati Desai from Caffeine Films.”

Shekhar Banerjee, Chief Client Officer & Office Head, West, North & East, Wavemaker India said, “Our strategy for the Cadbury Silk Dessert launch is to emphasise on the dessert indulgence. Through AI-driven innovations on content platforms like YouTube, unique partnerships with cafes, quick commerce platforms, cinemas, and airports, we are ensuring Cadbury Silk Dessert addresses the dessert cravings wherever they arise.”